Resumen de Hospitals’ corporate communication initiatives during the Covid-19 outbreak: Experiences, challenges and future opportunities

Pablo Medina Aguerrebere, Antonio González Pacanowski, Daniel Catalán Matamoros

• The COVID-19 pandemic led hospitals to work differently regarding legal procedures and eHealth services and brought a changing and fluctuating healthcare environment that affected communication among clinicians, patients, and families. These organizations were forced to make their corporate communication initiatives more efficient and interact with stakeholders differently, especially with patients and media companies. This paper aims to understand better hospitals' main corporate communication initiatives during the Covid-19 pandemic. We show that the most important communication initiatives implemented by hospitals during the COVID-19 outbreak were related to the following main areas: a) professional management of corporate communication, b) transparency, c) human values, d) hospital’s brand, and e) online corporate communication. During the pandemic, there was a lack of professional corporate communication in hospitals and the need to execute more than merely conservative communication strategies. There is a solid need to make hospitals’ corporate communication initiatives more professional.